Whether you’re scribbling an idea on a napkin or hiring an expert, logos are created to make sure that your company stands out and is easily recognizable. Entrepreneurs often take a lot of time dreaming up their logo and usually have a pretty solid idea of what they are looking for when contact someone to help them put one together, but there are some technical aspects of a logo that you will want to consider when finalizing your design.
Start Simple
First, create a design that is balanced in black and white before you start adding in your color palette. If you are creating a logo with a bunch of different colors and cannot seem to find a balance, chances are the graphic isn’t balanced to begin with. By designing your logo with simple black and white you will be able to accentuate what you would want to be more dominant and less dominant lines and/or accents of your logo can recess into the background. You will be able to determine if there is a portion of the image that is more dominant and if you need to adjust the density of lines or shapes. After you’re happy with your design take a few minutes away from the design and come back to the initial draft with a fresh perspective. Ask yourself if your eye is being drawn to the focal point of the logo, or if your eye is being drawn to something else? Starting without colors will force you to create a bold and elegant design that is balanced.
Design for Many Sizes
Size matters! I can’t express how important this is, so I’ll say it again…SIZE MATTERS! I have had so many companies that have had tons of success building their business and developing their reputation. Those same companies never really took the time to update or enhance their logo to fit into today’s one-size-doesn’t fit all formats. A good tip is to create something that you like and then view that design from a distance. Are elements blending together? Do some of those thin lines seem to disappear? Legibility is key when beginning a business. If someone cannot recognize your logo from a distance, chances are they won’t be able to read it when the logo is being crammed into a small area online. In some circumstances, you might really like your design horizontally but it doesn’t translate when you stack the logo vertically. Whatever your challenges may be with your design initially, take the time to address them in the beginning. Having a perfect logo isn’t everything, but it will be on everything you produce. Test your final draft by applying it to a variety of different formats.
Request Multiple Formats
In many circumstances I have heard the same phrase you can’t change the logo it should look the same everywhere, same colors, same size, same horizontal or vertical format, but not both. On one dynamic website, a site that adjusts screen size based on where you are viewing it, at least 3 versions of your logo are required. Look at Toyota as an example, they have a one color (white logo left), a two color logo center (black & red), and a variety of 2 color logo formats on the bottom. If your current design cannot hold up when designed in a variety of formats you might have to revisit the drawing board.
Request Multiple File Types
Most business owners will request a vector image or a file that they are familiar with like a .jpeg. Unless you are already a designer, most people won’t be able to view the other formats, so they won’t think they are necessary. It generally doesn’t take much time for a designer to knock out some other files that you will need in the future if you plan on utilizing the logo for the long run, most do right? If you don’t ask for these during the design process chances are you’ll be paying for them twice, once when you design the logo and later when another designer might need to recreate your logo because you can’t remember where the .ai file is at. I mean you couldn’t view that file in the first place. I’ve had this happen pretty often with start-ups. When requesting a logo make sure in the least you are provided an .ai file. I also would recommend asking for a .png, .jpeg, and .eps. Bonus if they can give you those three files for a 1 color, 2 color, 4 color, all black (K), and all white versions (W). If you get any push-back from your designer chances are they might not understand how to layout their files correctly and you might want to shop around with someone with a little more experience. It will save your company money and time in the long run.